MUMBAI, India–(BUSINESS WIRE)–February 22, 2022–

Ariel has released a new movie – #SeeEqual, which raises a pertinent question – “if men can share the load equally with other men, why not with their wives?”. It advances Ariel’s award-winning #ShareTheLoad movement, which has been advocating for household equality since 2015.

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Ariel India releases a new film with the message – “When we #SeeEqual, we #ShareTheLoad” in a bid to spark conversation and give men one more reason to share the responsibility of household chores (Photo: Business Wire)

During the lockdown, millions of Indian men have engaged in household chores, demonstrating that men can take on household chores. Without surprise, 73%* of men surveyed agreed that they do their share of household chores when staying with other men or roommates. However, only 25% of urban Indian households say men also #ShareTheLoad. The same men who did household chores when they lived with other men did not when they lived with their wives. Besides, 80% of women think their partner knows how to do household chores but choose not to. This “choice” signals a mindset problem resulting from years of unconscious bias. Ariel reminds families that true equality is only reflected when household chores are shared. Because when we #SeeEqual, we also #ShareTheLoad!

Movie – https://www.youtube.com/watch?v=DA64FF7MR58

The film, receiving an overwhelming response globally, reflects today’s reality. On the one hand, the woman refuses to accept inequality in her marriage, and on the other, she portrays what men are capable of. Whether they are friends, brothers or a couple, they represent modern men who are open to change, who #SeeEqual and #ShareTheLoad.

Ariel has been campaigning against household inequality for 7 years with the #ShareTheLoad movement – https://www.ariel.in/en-in/about-ariel/share-the-load/the-share-the-load-journey .

“With Ariel #ShareTheLoad, we strive to spark meaningful conversations, helping to drive positive change. With #SeeEqual, we want to tackle years of unconscious bias and conditioning, which can prevent us from sharing the load. A recent report from the World Economic Forum claims that at the current rate of change, gender parity is still 135 years away!It’s far too long for us to wait for something that comes naturally to men when they interact with each other. This year’s communication is based on this simple idea: when men can share the load equally with other men, then why not with their wives? Because we know that when we #SeeEqual , we #ShareTheLoad too,” said Sharat Verma, Director of Marketing, P&G India; Vice President, Fabric Care, P&G India.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20220222005702/en/

Saylee Mhapankar – 8879202918 – Ketchum Sampark

KEY WORD: INDIA ASIA PACIFIC

INDUSTRY KEYWORD: FILM & CINEMA WOMEN CONSUMERS MEN ENTERTAINMENT

SOURCE: Ariel

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PUBLISHED: 02/22/2022 09:13 / DISK: 02/22/2022 09:13

http://www.businesswire.com/news/home/20220222005702/en

Copyright BusinessWire 2022.